There are two major components of the service quality in the health care sector – technical or mechanical quality and serviceable or functional quality. Technical equipment is at the core of the patients' diagnostic algorithm, while the functional quality is measured by the service offered in the healthcare centers (such as the services of staffs, nurses and, most importantly, the doctors towards the patient and their assistants). The service quality in medical tourism industry is a vital part in attracting customers.
One of the fundamental barriers in accepting medical tourism is the perception of inadequate quality. A key to overcome it is using adequate marketing strategies and quality assessment via accreditation from an internationally recognized institution. Such accreditation is pivotal for strengthening confidence in the quality of healthcare.
This confidence can be even stronger if accreditation is followed by an affiliation with reputable hospitals or health care systems in industrialized countries. Once healthcare providers are accredited and become a part of international referral networks, they can be appropriately rated for risks.